一張比 ’教壞人’ 的廣告更差的廣告- ‘童子軍跳彈牀-美心月餅’ – update

上次在 blog 提及一張 ‘教壞人’ 的 Sony 相機廣告,主要針對的是創作者的大意,在無意之間發放了不真確的大自然現象。今次又是在中環地鐵站看到的一張燈箱廣告。不過今次除了是因為那廣告內相片的寓意外,基本上跟攝影搞不上多大關係!

中秋將近,各餅家都爭先在市場上用各種方法推銷他們的產品。在眾多廣告中大家都看到有用名人作代言人的,有用飲食界權威指指點點的,而香港名牌美心集團呢?他們就選擇用動作玩 ‘食’ 字!本來人家用什麼方法去玩有他們的自由,但看過這張廣告後實在覺得創作手法太過低劣!

問題在那裡呢?就是在廣告中的一張相。創作人可能希望透過跳彈牀這個動作去 ‘玩’ 出一個 ‘彈’ 字以顯示其月餅之軟、嫩、彈、滑、綿中的 ‘彈’ 性!不過為什麼在彈牀上跳的是一名穿著童子軍制服的小童呢?我想創作者大概都是五十或六十後的香港人,也希望藉此跟美心集團開一個玩笑!

有看過周潤發先生主演的 ‘監獄風雲’ 都或會記得他的一句對白:呢道做嘢 ‘童子軍跳彈牀’,’scout 彈彈’ 喇!

美心月餅這張廣告內的相,想不會是創作者用 ‘童子軍跳彈牀’ 的心態去為客戶設計!那是否只是一心想懷舊一番呢?要用上  ‘scout 彈彈’ 來做賣點,是否低估了美心集團客戶的素質呢?

我在此只想向這廣告的創作團隊,美心集團的公關及市場部門上下各位問一句,假若有一天閣下的年幼子孫從街上回家時問你:乜嘢係 ‘scout 彈彈’ 呀?點解童子軍要跳彈牀呀?各位創作大人,公關要員,市場部大姐大佬,你會覺得自己創作或審批的廣告精彩嗎?你會向小朋友解釋什麼是 ‘scout 彈彈’ 嗎?你們知道成年人一時開心鬧的一個玩笑對社會的影響會有多大嗎?

當經濟不穩時,大家是否要更用心去設計令人回味的廣告呢?我國已管制利用 ‘食’ 字去作廣告橋段,要的是希望年輕一代不會因誤解而寫錯 ‘白’ 字,令社會文化低落!我們香港為世界之都,難道要靠低劣的賣點去吸引顧客!

最後再想多問一句,以制服團隊形象作廣告,是否要先得到所屬團隊同意才可使用形象呢?如果是的話,創作團隊又有沒有知會香港童軍總會呢?如果沒有知會,是否都是因為抱著 ‘童子軍跳彈牀’  ‘scout 彈彈’ 的心態去廣告公司上班呢?

美心集團又有否在宣傳時顧及社會良心,社會責任呢?請記著,什麼的顧客買什麼的貨!

美心集團公關部電郵: pr@maxims.com.hk

香港童軍總會行政執行幹事電郵: admse@scout.org.hk

Update: 一向很少看電視,原來 TV 廣告都有這一幕;

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19 thoughts on “一張比 ’教壞人’ 的廣告更差的廣告- ‘童子軍跳彈牀-美心月餅’ – update

  1. I don't see what's the big deal about this. In the US there are plenty of advertising that are many times more profane than that Maxim commercial. For example, Axe "Clean Your Balls". And there are plenty more. https://www.marketingdive.com/news/5-brands-using-profanity-based-wordplay-to-stir-up-attention/163376/

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  2. Bobby,
    美心公關部個回覆咪示範咗咩係標準嘅
    "scout 彈彈"囉! 公司文化同推廣手法都好consistent喎。

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    • Hello Teddy,
      你一講我就明白哂喇!不過香港童軍總會連回覆都冇,就更加令人懷疑是否真的有跳彈牀這一科!看來我都是多此一舉!枉作小人!
      Bobby

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  3. Hi Bobby

    Thanks for the link.

    Of course, the two campaigns cannot even be compared... With or without the scout, the maxim ad on a standalone basis isn't that good anyways.

    I guess my opinion will hinge on whether this was intended by Maxim or not. Or merely a joke by the agency.

    Cheers

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    • Hi Arbiter,
      May be this is just one single case of poor advertising in HK. Hope we have better and better creative talents and we can enjoy every single piece of their master work in the near future!
      Bobby

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  4. I am not in the advertising industry, but this "cheap" ad has raised my awareness of the product way more than any other moon cake ad this year.

    To me, Maxim is now a less serious, more risk taking company.

    Is it a bit cheap? Perhaps, but it is one shot of a 20 sec commercial, which has to be interpreted uniquely to create the potentially offensive message.

    I am sure the creators of the ad have thought of the risks involved. I have they have struck a good balance.

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    • Hi Arbiter,
      Thank you for your comment. In the general public's mind, Maxim's is a good brand, no matter one like their food (products) or not! I agree that we all have to take risk once in a while so to keep our mind open and our eye sharp. However, there is no excuse to present client's product in a negative manner!
      Pls take a look at this one and you see what is a good campaign!
      http://v.youku.com/v_show/id_XMTkzNTk0NTky.html
      Thanks!
      Bobby

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      • 有關 '童子軍跳彈牀' - 美心集團的官方回應

        個 post 上 blog 的同時我發了兩個電郵。一個是給美心集團的公關部,另一封是發給香港童軍總會。

        給美心的電郵內容如下:

        本人欲在此表達對美心集團其中一張月餅海報內容的不滿!

        為何要用電影 '監獄風雲' 裡周潤發先生主演監犯角色的對白:呢道做嘢 '童子軍跳彈牀','scout 彈彈' 喇!去作為貴集團廣告的橋段?

        你們的社會責任何在?

        Bobby Lee

        今天下午五時零九分收到以下回覆:

        敬啟者:

        多謝 閣下早前電郵來函,表示對美心冰皮月餅廣告之意見。敬請明悉,有關廣告之創意構思是以一家四口的生活故事,以輕鬆、生活化的手法表達五種優質冰皮特色之形容詞 ― 「軟、嫩、彈、滑、綿」。倘若有關廣告對 閣下引起任何不便,敬希鑒諒。

        美心食品有限公司

        公關部

        至於童軍總會則未有回應!

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  5. 廣告公司喜歡用挑戰宗教、挑戰道德等的題材引起社會廣泛的關注和討論,這樣他們便做到低成本高效益的宣傳,得米!

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  6. 同意此廣告為劣品,劣在食字和產品毫無關係。縱然一字一字陳述產品優點,事實卻完全不能令人聯想起其「軟、嫩、彈、滑、綿」之教人垂涎特質,更不用說掏腰包。
    然而卻非常不同意文中以肯定(甚至接近讚賞)的語氣提及「中國禁食字創作廣告」之事。俗,並不一定歪;歪,亦不一定壞。無能糾正,就一味禁,這就是中國!那可否禁獨裁,禁一言堂,禁食古不化,禁中規中矩,禁依本子辦事,禁「禁」!食字可以精彩,可具玩味,有時甚至可以提升對中文興趣-畢竟要食得有水準,中文程度先要高。而錯別字,不見得禁了廣告就可避免。況且家長學校難道就不用與時並進不斷留意身邊環境媒體親戚朋友姨媽姑姐所言所行而取之借之以作體驗式教學嗎?還是要禁禁禁,禁blog禁youtube禁twitter禁facebook?
    勇於犯錯,才能突破平庸;挑戰界限,才能跨出框架。從來設計老師大師都如此教導。「我國」就是容不下犯錯,碰不得挑戰。二十一世紀,Internet猶如現實世界得世代,人人有標奇立異,有博學分享,總之用盡本領以享天下。是一個融匯的世代,是一個禁不了的世代。「中庸和諧,不求有功,但求無過」以經過時得不得了。
    藝術和低俗,往往祗差一線;糾正和獨裁,經常更難分辨。

    延伸閱讀 – 畢明專欄
    http://hk.apple.nextmedia.com/template/apple_sub/art_main.php?&iss_id=20100815&sec_id=12187389&art_id=14345556&cat_id=14345084&coln_id=6257110
    http://hk.apple.nextmedia.com/template/apple_sub/art_main.php?&iss_id=20100815&sec_id=12187389&art_id=14345556&cat_id=14345084&coln_id=6257110

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    • Hello Vince,
      非常多謝你的 comment。有目共睹,所有我接觸過的朋友都對這輯廣告有同一反應!
      不過值得探討下去的是你提出 '勇於犯錯,才能突破平庸' 的觀點。首先我要認同閣下所說的...中文程度先要高...文字創作才有一定的水平!但往往問題就出現在水平的差距,現在很多靠 '爬格仔' 為生的 '文化人' 無論曾受多少高深教育,一句為了市場需要,便手高眼低。其實社會上要用到禁止的手段是下下之策,最重要的是每一行業的工作者對自我水平要求的態度。
      至於 '勇於犯錯',這個是一個較為嚴緊的課題!我想簡單一點說,為求進步而作出別人從未做過的動作或決定是正常的,但千萬不要為挑戰 '犯錯' 而犯錯!否則 '為求突破' 便成為很多人的 '免死金牌'!
      Bobby

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  7. I also can't understand why have a scout boy "跳彈牀". Maxim can deploy any child to achieve "彈" idea.

    Even if the production team may be "80+" and never watch 監獄風雲 but the 監製 must aware it.

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    • Hi HiZaku,
      As a professional, no matter he or she is a doctor, a lawyer or a creative personnel, one should be very careful when handling his or her client's assignment.
      I do not think this is a careless mistakes. If this is a joke, then this is a bad joke! A doctor will never play with his or her patient's life, same as lawyer and so do creative personnel!
      If feel sorry about this advertisement!
      Bobby

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  8. I can agree with you no more.
    The adv is so Che-e-e-eap ! It reflects the quality of the production team, and of those who sanction it.

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    • Hello Savio,
      Thanks for the comment. This is not just the quality of one single profession. It is a common problem in Hong Kong. May be we should all eat Maxim's mooncake and become '童子軍跳彈牀'! I have wrote email to both Maxim's and The Scout Association but both not return any message or feedback. I understand Maxim's not taking it too serious but wonder why The Scout Association not response to the matter! Or may be they are also '跳彈牀'!
      Bobby

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